The advocacy aims to celebrate the second time a
person recognizes his/her/their new gender identity in a bid
to renew lives, push for acceptance, give pride and celebrate genuine love
in society.
The "My 2nd First Birthday” campaign launched with a short film featuring celebrity fashion stylist, Vince Uy, and introduced a special line of cakes, featuring designs and colors inspired by the LGBT community.
Sonja shares, “I think ‘2nd first birthday’ is just us owning who we are, whoever that is –I mean we try sometimes to hide that part of ourselves, but we forget that what makes us unique is just about celebrating and fully accepting who we are, and being proud of it.”
Fondly called pride cakes, choose your flag from five interchangeable designs…because it is what’s inside, human or cake, which matters most.
The "My 2nd First Birthday” campaign launched with a short film featuring celebrity fashion stylist, Vince Uy, and introduced a special line of cakes, featuring designs and colors inspired by the LGBT community.
Sonja shares, “I think ‘2nd first birthday’ is just us owning who we are, whoever that is –I mean we try sometimes to hide that part of ourselves, but we forget that what makes us unique is just about celebrating and fully accepting who we are, and being proud of it.”
Fondly called pride cakes, choose your flag from five interchangeable designs…because it is what’s inside, human or cake, which matters most.
O-Gay
cake. A layered chiffon with a surprise of chocolate
nibbles inside.
Les-bi
honest cake. A layered chiffon slathered with marshmallow
icing.
BI-the
way, Transtastic, and Queerly
beloved cakes. A pound cake covered with thick
butter cream of colorful layers inside representing the different LGBTQ
flags.
A portion of sales from each pride cake will go to the
LoveYourself Foundation. A community that advocates pride and self-love,
the foundation provides aid to HIV+ patients.
Paul
Junio, Digital Strategy/Brand Management Head, LoveYourself Foundation adds,
“The ‘My 2nd First
Birthday’ campaign celebrates the diverse identities of the
LGBT community. It gives us the chance to affirm our commitment to
acceptance and inclusivity in our society. I feel this campaign will
further normalize conversations about people celebrating their unique
identities to the point that they don’t need to have a ‘coming out’ moment
anymore.”
Together
with the launch of Sonja’s pride cakes is a vertical film in collaboration with
Vince and agency Dentsu Jayme Syfu. Showcasing the birthday celebration
of different individuals across all genders, the short celebrates embracing
identities.
Apart
from starting conversations and marking milestones, Vince simply says, “Some
people feel afraid to celebrate who they truly are. Sometimes, in life, we
need to take a leap of faith and, sometimes, the greatest rewards come
from having faith that everything will fall into the right place.”
He adds, “Learn to love yourself. There’s no other way to put it but
loving yourself is a whole lot process by itself but learning to do it can
do many things for your life, and that includes celebrating who you
are”.
With
a slice of sweetness and color, this campaign aims to institutionalize the
existence of October 11 as National Coming Out Day in the Philippines, and
elsewhere, by inspiring courage and acceptance in the community.
The
soft-spoken Sonja deftly slices the cakes, and hands out a piece of the
conversation to us. “We try to be inclusive. It’s our business towards
our customers, (and) we try to welcome everybody. We want to encourage
them to be themselves and to find the things that make them happy. I’m
proud that we could help in our own little way”.
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